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Tag Archives: brand
Most everybody knows they need a brand identity, but they don’t always know why they need one. In case you are unfamiliar with the term brand identity, it refers to a logo and consistent marketing materials for your company. For a more in-depth definition. Now for the 9 reasons why your small business should have a professional brand identity.
1. Like a Pro A professionally designed logo and printed materials can show potential customers that you are professional, committed, and a stable business. No one wants to work with a business that does not look professional.
Based on an article written by Don E. Schultz, professor of Integrated Marketing Communications at Northwestern University, in the October issue of Marketing News, American brands have lost their value. Professor Schultz’s theory is based on the political turmoil and the S&P’s lowering of the U.S. credit ranking by one point, which has been the first time since 1917 when the ranking system started. The U.S. as a country is now worth less today than it was a year ago. ($1.176 Trillion less, or 9.3%, thanks to the lowering of that point.) Brand strength is determined by several methodologies which directly tie into that country’s GDP (gross domestic product). The GDP is separated into three segments; first -agricultural/forestry/fishing, secondary – manufacturing and industry, tertiary – services, financial, insurance. To determine the country’s GDP, a royalty rate is identified to each of these three segments and then a total net present value of the brand today and the expectation of the future brand strength are given. This calculation was derived using a weighted average cost of capital from Bloomberg. From all of this, a National Brand Index is derived from all the brands in a specific country.
By Markita Rowe
Choosing a typeface can be complicated and sometimes is the longest part of the design process. There are no clear rules on how best to choose a typeface but there are various ideas and several principles you can use to quickly make a suitable typeface choice.
Having a Goal
The first thing you should do in order to choose a typeface is create an outline of what you want. What is your design purpose? Who are you designing for? How do you want your audience to react? This will aid you in choosing several design aspects of your work, including the text. Your choice of typeface needs to include a good combination of both legibility and readability, while remaining appropriate for the audience and the message.
Bad graphic design is sometimes used as an educational tool as a means to point out mistakes and poor design choices. As a student or the viewing audience, we offer suggestions and tips on how to fix them, or simply learn how to fix the mistake.
Also, unfortunately, bad graphic design is sometimes created to represent a student, university, or firm. When this happens, we’re left with the impression that the designer wasn’t made aware of his/her mistakes and poor design choices.
Do you find yourself using trades of the infamous “amateur?”
There has been much discussion in the blogosphere over the last few weeks about the new Gap logo. You can find much more about the attempt at a new look and the reactions too it. Most of which was negative and in my opinion, deservedly so.
Following closely on its heels was the unveiling of the new My Space logo.
I think this is a clever logo, letting the view fill in the information on their own. It also provides a lot of creative user manipulation in the further. Which MySpace hopes will get its users more involved in the brand. Unfortunately, it could also be very confusing. If a view was not familiar with My Space it could take a while before they might get it.